CH A P TE R 4

SERVICE QUALITY
IN THE
PUBLIC SECTOR
 LEARNING OUTCOMES
At the end of this lecture, students should be able:

• Define the service quality

• Explain the dimension of service quality
• Explain the characteristics of service quality
 SERVICE QUALITY- DEFINITIONS
 The consumer’s overall impression of the relative
inferiority/superiority of the organization and its services.
(Bitner, Booms and Mohr, 1994)

 A function of the differences between expectation and

performance along the quality dimensions.
(Parasuraman, Zeithaml and Berry, 1985)

 Service quality deals with “Moment of Truth”/ “Service Encounters”/ “Critical Incidence”-
any direct interaction between service providers and customers (eg. Check in hotel)
(Lewis, 2007)
DEFINITION OF SERVICE QUALITY:

 Basically about meeting customer needs and requirements.

 How well the service level delivered matches customers’ expectations.

 The organization then must translate ‘expectations’ into performance standards

and specifications.

 Finally it becomes customers’ judgment and results, whereby the customers

compare their expectations of service with their perceptions of actual service
delivered. If expected service is the same as actual service then customers
expectations are met and we can say the customers are satisfied!
 CHARACTERISTICS
(FIVE I’S OF SERVICES)

INCONSISTENCY
INTANGIBILITY INSEPERABLE
(HETEROGENEITY)

INVENTORY
DURABILITY
(PERISHABILITY)
 CHARACTERISTICS OF SERVICES
1) INTANGIBILITY

 Unable to hold or touch a service

 Thus, it makes people difficult to evaluate the service prior
to the purchase made and it may be considered as risky.
 e.g., consultation with a doctor, investment advice, legal
advice, etc
2) INSEPARABLE

 Service is inseparable from the service providers

The production and consumption of many services are
simultaneously done.
E.g.: restaurant, saloon, airline services

3) INCONSISTENCY (HETEROGENEITY)

 It reflects the potential for high variability in service delivery (quality,

output, delivery).
 It also provides a room for flexibility and customization.
There is different service performance due to different labor inputs and
non-standardization of delivery.
 e.g.: customer service, concert, taxi service
 4) DURABILITY

 The public will keep on using services provided by the public sector. However, the services may
become obsolete quickly via changing customer demand and technology. There is a need to create
customer focused market orientation and proficiency in new service development. It is possible via
service brand.

 5) INVENTORY (PERISHABILITY)

 Services cannot be stored for a future use

 Services are produced and consumed simultaneously
 The duration of the service delivery which is possible in 2 ways :

 a. Definite period - will not be performed if the customer does not request and consume the service at
the time given.
 E.g. late for dental appointment, etc.

 b. Vanish after the service has been consumed - E.g. if a particular food has been served for dinner,
the same food cannot be served again to the same customer at the same time.
DIMENSIONS OF SERVICE QUALITY

R- RELIABILITY
A- ASSURANCE
T- TANGIBILITY
E- EMPHATY
R- RESPONSIVENESS
 RELIABILITY
o Ability to provide what was promised. It is
about dependability, accuracy and
performance of the service provided. Some
organization make written promises through
Client Charter.
 ASSURANCE

o Knowledge and courtesy of employees and ability to convey

trust. The service provider needs to have the competence (i.e.
right skills and knowledge to perform), courtesy (politeness),
security (physically and financially; free from danger and risk)
and credibility (trustworthiness, honesty). It is also about doing
right from the first time.
 TANGIBILITY
o It is about the physical facilities and appearance of personnel. It
deals with appearance of physical elements, such as facilities,
equipments, personnel, and communication materials.
o For instance, employees’ clean uniform, etc.
 Empathy
o It is the degree of care and giving individual attention, as regard
to easy access (ease of approach), good communication (keep the
customers being informed) and customer understanding
(knowing the needs and requirements of customers).
 RESPONSIVENESS
o It is the willingness to help and provide prompt
service to the customers. It is closely related to
helpfulness and promptness
o e.g.: fast service provided.